The Strategic Role of “Made in Mexico” Label
Grace Sandoval, CEO of Empoweringrace, explains that the “Made in Mexico” label can play a crucial role in fostering national pride. However, she emphasizes that businesses must learn to communicate their value and share the story behind each product.
Storytelling as a Key to Emotional Connection
In an increasingly competitive market, storytelling is essential for creating an emotional connection with consumers. Moreover, having the “Made in Mexico” label signifies adherence to quality standards, as these products meet ESG norms and criteria.
Transforming the Label into a Symbol of Trust
Sandoval stresses that companies should transform the label into a symbol of trust by building a narrative that links the product’s history with its performance and quality. She adds, “You’re not just buying a product; you’re investing in the story of the artisan or company that made it.”
Promoting Nationalism through Local Craftsmanship
Sandoval advocates for promoting a nationalist movement that highlights Mexican labor, job creation, and the positive impact of local consumption. She explains that buying national products creates a virtuous cycle in communities and contributes to economic growth, countering the allure of cheaper imported goods.
Younger Generations Embrace National Products
Sandoval notes that younger generations show a growing preference for Mexican products, such as tequila or mezcal. Meanwhile, older generations tend to favor foreign items.
Highlighting the Benefits of Mexican Products
Sandoval asserts that Mexican products aren’t competing with international ones; instead, their benefits and attributes need to be emphasized. She points out a clear trend in alcoholic beverages favoring “Made in Mexico” products with a designation of origin.
Nationalism Sells: Quality and History as a Winning Combination
According to Sandoval, businesses with the “Made in Mexico” label see a 5.7% increase in conversions when collaborating with micro-influencers. Although consumers seek the best quality at the best price, the label serves as an origin identifier and a guarantee.
Marketing Strategies to Boost National Products
Sandoval recommends clearly communicating the meaning and purpose of the “Made in Mexico” label to drive sales. The key is to convey that “well-made in Mexico” products exist, highlighting production processes and partnering with micro-influencers promoting nationalism.
Competing Globally with Quality and Trust
Sandoval concludes that Mexico needs high-quality, trustworthy products to compete globally. “We’re not just competing nationally anymore; we’re competing globally, so nationalism alone isn’t enough,” she emphasizes.
Key Questions and Answers
- What is the significance of the “Made in Mexico” label? It fosters national pride, ensures quality standards, and differentiates products in a competitive market.
- How can businesses effectively communicate the value of their “Made in Mexico” products? By sharing compelling stories, emphasizing quality and processes, and collaborating with micro-influencers.
- Why are younger generations more inclined towards Mexican products? They are becoming more aware of the benefits and unique qualities of locally produced goods.
- How does nationalism contribute to the success of “Made in Mexico” products? It highlights local labor, job creation, and the positive impact of consuming locally produced items.
- What role do micro-influencers play in promoting “Made in Mexico” products? They help build trust and create an emotional connection with consumers, driving sales and brand loyalty.
